Enotourism: Portugal is the 2nd largest global destination in a market that will be worth 30 billion euros by 2030.

Source: Dinheiro Vivo

As Portuguese wines gain increasing international notoriety, tourists visiting Portugal also seize the opportunity to explore the various producing regions and their diverse offerings.

Portugal ranks fifth among European countries with the largest planted vineyard area and ninth globally.

However, it stands as the second-largest global enotourism destination, surpassed only by Italy, and ahead of countries like Spain, France, New Zealand, Argentina, or Australia, among others. A market that is expected to grow from nearly 9 billion dollars generated in 2020 worldwide to almost 30 billion euros by 2030.

If the current sector's weight persists, Portugal could then earn around 2.1 billion euros. This value is an estimate from the Portuguese Wine Tourism Association (APENO), based on an index score of 7.88 assigned to Portugal in the study 'Wine Tourism - National and European Dimension, 2022,' conducted by Turismo de Portugal, positioning the country in the second place in the global top 10 of this sector.

Italy has an index score of 8.28, which according to APENO's logic, means that out of the nearly nine billion dollars generated by wine tourism in 2020, Italian operators contributed 745 million, and Portugal contributed almost 700 million."

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